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Love That Lasts

For nearly a century, IJL has had the honour of witnessing love in its earliest moments, the nervous proposals, the quiet anticipation, the “yes,” and the choosing of a ring that marks the beginning of forever. This Valentine’s Day, we wanted to tell a different story. Not just how love begins , but how it endures. Love That Lasts is a tribute to Winnipeg couples who have built lives together over decades. Couples who chose their rings at IJL years ago and went on to create marriages rooted in commitment, resilience, friendship, and devotion. In a city that values community, family, and tradition, their stories remind us that lasting love isn’t loud, it’s steady. It’s showing up every day. It’s choosing each other, again and again. For 89 years, IJL has been honoured to play a small part in Winnipeg’s most meaningful milestones. This campaign celebrates the generations who trusted us with their beginnings — and the couples who continue to show us what forever truly looks like. To the love that lasts. 🤍 Happy Valentine’s Day, Winnipeg. Visit us in-store or online to begin your story: www.ijl.ca #IJLSince1937 #LoveThatLasts #WinnipegLove #ValentinesDay #HeritageBrand #Since1937 #WinnipegWeddings #EnduringLove